Publications
Publications
- December 1999 (Revised January 2000)
- HBS Case Collection
Agrochemicals at Ciba-Geigy AG (B)
By: Michael L. Tushman, Wendy Smith and Daniel Radov
Abstract
Focuses on Pierre Urech's efforts to change the division structure at Ciba-Geigy to facilitate the marketing of the new product. Details the relationships Urech cultivates and the strategy he pursues as "product champion." Also describes the restructuring of the research department into small teams to improve product development. Other topics include the marketing of the new product in different regional settings, the emergence of a "dominant design," and a slow-down in subsequent innovation.
Keywords
Change Management; Innovation Strategy; Innovation and Management; Leadership Development; Leadership Style; Research and Development; Marketing Strategy; Goods and Commodities; Product Development; Pharmaceutical Industry; Switzerland
Citation
Tushman, Michael L., Wendy Smith, and Daniel Radov. "Agrochemicals at Ciba-Geigy AG (B)." Harvard Business School Case 400-023, December 1999. (Revised January 2000.)
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